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Big Data Analytics

Amit Kumar
Consultant Business Development & Innovation

2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

The End-User Context


- Revenue Profile - Portfolio Size - Account Trajectory
- Name / CRM ID - Subscriptions - Real ID - Interests / Likes

Identity

Value

Discontent
- Last Complaint/Date - Resolution Data - Complaint History - Implicit Issues

End-user Context Social Profile


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- Frequency called #s - Transactions - Social Connections

- Social Triggers - Location Context - Current Posts & Tweets - Immediate Intent

Immediacy

2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

Unified View of Each Customer


Name, Age, Sex Education Profile Base Location Likes & Interests Employment History Spend Patterns Credit Score Risk Profile Net worth Mortgages (across banks) Social Network Net Promoter Score Influencers Influencees Thought stream Current Location

3rd party Information Sources

Wipro Delight
Big Data, Unstructured Data Analytics , Machine Learning

Social Media

Social Listening
Sentiment Analysis, Keywords, Comments

Online Helpdesk
Complaints, Frequency, CCA, Feedback

Core Banking
Bank A/C, Avg. Balance, Spend Pattern

Credit Card IT
Avg. Balance, Spend Pattern, Points usage

Website Data
Server logs, Clickstream, Browser Cookies

CCT Data
Complaints, Frequency, CCA, Feedback

Insurance IT
Avg. Balance, Spend Pattern, Points usage

Loans
Balance Outstanding, Risk Profile, Payment History

Operations Data IT Systems Data (Mostly Unstructured) 2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL (Structured)

Indicative Use Case

2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

Customer Centric Event Driven Marketing


Customer Experience Update Customer Profile & Propensity

Correlate behavior, experience & propensity

A home loan customer purchases a high-end smartphone using his credit card.

Calculate Next-Best-Action

Risk Mitigation

Upsell / Cross-sell

Context aware Marketing

Log Trouble Ticket

A customer who likes a brand walks into a mall.

Social

Create Message & Choose Delivery Channel


A customer voices an opinion on a product or other topic.

2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

Powered by Wipro Delight

Customer Interaction Interface

HNI customer has an incorrect charge on his credit card.

Location

Product Purchase

Case Studies

2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

Multichannel Offer Optimization - One of largest banks in UK


Opportunity
Client wanted to attract the right set of customers for through right product set and offers Customer had multiple different models being used by various BUs and various offer engines

Approach
Collate and document information about all the current models that are in production, which BU built them, model performance stats, campaigns that are leveraging these models, internal and external data sources being leveraged Identify Gaps Current models within the vs. models essential for building a world class offer optimization engine

Impact ( Output of Consulting Study)


Benchmarking of the currently leveraged analytical techniques vis-a- vis best in class Solution definition, Technology and Platform options for Offer Optimization engine, Budgetary estimates and high level implementation plan
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2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

Early Warning System Model for Customer Persistence for One of the Premier Indian Insurance Provider
Opportunity
High rate of churn and low customer persistence Limited customer Data available from CRM and enterprise IT systems Required additional insights on customer preferences, likes, behavior & influencers Limited Social penetration & unstructured data analysis capabilities Required rapid response & early warning systems for customers likely to default on paying premiums

Approach
Used a Wipro patent-pending approach to discover social profiles Built propensity models for customers at risk of churn by leveraging on historical data from CRM, Call Center, Social Network & Influencer Analysis

Impact
Model discovered social profiles of > 20% of customers

2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

Credit Cards Service Requests Forecasting models - One of the top 10 FIs in US
Opportunity
Existing model forecasts number of issues/requests received from credit card customers. It is observed that forecast variance has increased over a time period.

Interventions are not captured by the existing model

Approach
Time series component which is captured by seasonal decomposition where the prediction relies on studying past service volume behavior over time in conjunction with customer segments. Impacts due to additional factors such as special days/holidays, number of active accounts etc. are captured by regression model. Forecasts are compared with the actual volumes to check the performance of the model.

Impact
Most models created successfully predicted the 60-70 % of the customer segments probable of submitting servicing requests in the top 20 % customer base

2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL

Thank You
Amit Kumar Business Development & Innovation

amit.kumar117@wipro.com

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2012 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL